Hooking Consumers with Stories: Sequential Mediation Analyses On Ad Credibility and Purchase Intentions

Year 2021, , 1 - 21, 29.01.2021

Mehmet Safa Çam

https://doi.org/10.17680/erciyesiletisim.797809

Cited By: 1

Abstract

The present study aims to compare two different advertising types that are known to have a significant role on advertising credibility and purchase intentions. The effects of narrative ads through being-hooked and of expert endorsement through internalization on the dependent variables were analyzed via empirical research design. The hypothesized model was tested with the sequential mediation analyses. Besides, the differences of mediator variables within the scope of ad credibility and buying intentions were investigated by conducting a series of t-tests. The subjects were exposed to one of the stimulus ad types composed of either story-based (n=128) or expert endorsement (n=124) advertising style. The results showed that both the direct effects of narrative advertising and the mediating effects of being-hooked significantly predicted the dependent variables. Although almost similar findings were reached for the expert endorsing and internalization, the mean scores remained behind the narrative ad type.

Keywords

Narrative ad, Expert endorser, Being-hooked, Internalization, Credibility

Tüketicileri Hikayelerle Kancalamak: Reklam Güvenilirliği ve Satın Alma Niyeti Üzerine Seri Aracı Değişken Analizleri

Abstract

Bu çalışma, reklam güvenilirliği ve satın alma niyetleri üzerinde önemli rol oynadığı bilinen iki farklı reklam türünü karşılaştırmayı amaçlamaktadır. Öyküleyici reklamların kancalanma etkisi aracılığıyla ve uzman desteğini içselleştirme yoluyla bağımlı değişkenler üzerindeki etkileri ampirik araştırma tasarımı ile analiz edilmiştir. Hipotezleri içeren araştırma modeli, Hayes (2013) tarafından geliştirilen PROCESS adlı bir SPSS eklentisi üzerinden sıralı aracılık analizleriyle test edilmiştir. Ayrıca, aracılık değişkenlerinin reklam güvenilirliği ve satın alma niyetleri kapsamındaki farklılıkları bir dizi t-testi yapılarak araştırılmıştır. Denekler, öyküleyici (n= 127) veya uzman desteği (n= 124) formatlarından oluşan uyaran reklamlarından birine maruz bırakılmışlardır. Sonuçlar hem öyküleyici reklamın doğrudan hem de kancalanmanın aracılık etkisinin bağımlı değişkenleri önemli ölçüde tahmin edebildiğini göstermiştir. Her ne kadar uzman onayı ve içselleştirme aracılığı için neredeyse benzer bulgulara ulaşılmış olsa da, ortalama puanlar öyküleyici reklam türünün gerisinde kalmıştır. Sonuç bölümünde araştırmanın sonuçları, sınırlılıklar ve öyküleyici reklam yaklaşımının farklı etkileri üzerine yapılabilecek çalışmalar için öneriler sunulmuştur.

Keywords

Öyküleyici reklam, Uzman desteği, Kancalama, İçselleştirme, Güvenilirlik

References

• Aaker, D. A., Stayman, D. M., & Hagerty, M. R. (1986). Warmth in advertising: Measurement, impact, and sequence effects. Journal of Consumer Research, 12, 365–381.
• Anvik, T. (1990). Doctors in a white coat-what do patients think and what do doctors do? 3739 patients, 137 general practitioners, and 150 staff members Give their answers. Scandinavian Journal of Primary Health Care, 8(2), 91–94. https://doi.org/10.3109/02813439008994937
• Aristoteles. (2013). Retorik. (M. Doğan, Ed.). İstanbul: Yapı Kredi Yayınları.
• Bischof, R. O. (1995). White coats in the care of children. The Lancet, 345, 777–778.
• Biswas, D., Biswas, A., & Das, N. (2006). The differential effects of celebrity and expert endorsements on consumer risk perceptions: The role of consumer knowledge, perceived congruency, and product technology orientation. Journal of Advertising, 35(2), 17–31. https://doi.org/10.1080/00913367.2006.10639231
• Boller, G. W. (1988). Narrative advertisements: Stories about consumption experiences and their effects on meanings about products. Pennsylvania State University.
• Chang, C. (2009). Being hooked by editorial content: The implications for processing narrative advertising. Journal of Advertising, 38(1), 21–34.
• Cotte, J., Coulter, R. A., & Moore, M. (2005). Enhancing or disrupting guilt: The role of ad credibility and perceived manipulative intent. Journal of Business Research, 58(3), 361–368. https://doi.org/10.1016/S0148-2963(03)00102-4
• Deighton, J., Romer, D., & McQueen, J. (1989). Using drama to persuade. Journal of Consumer Research, 16(3), 335–343.
• Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307. https://doi.org/10.2307/3172866
• Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291–314. https://doi.org/10.1362/026725799784870379
• Escalas, J. E. (2004). Imagine yourself in the product: Mental simulation, narrative transportation, and persuasion. Journal of Advertising, 33(2), 37–48.
• Escalas, J. E., Moore, M. C., & Britton, J. E. (2004). Fishing for feelings? Hooking viewers helps! Journal of Consumer Psychology, 14(1/2), 105–114.
• Escalas, Jennifer Edson. (1998). Advertising Narratives: What are they and how do they work? In B. Stern (Ed.), Representing Consumers: Voices, Views, and Visions (pp. 267–289). New York: Routledge & Kegan Paul.
• Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43–54. https://doi.org/10.1080/00913367.2000.10673616
• Gooden, B. R., Smith, M. J., Tattersall, S. J. N., & Stockler, M. R. (2001). Hospitalised patients’ views on doctors and white coats. Medical Journal of Australia, 175(4), 219–222. https://doi.org/10.5694/j.1326-5377.2001.tb143103.x
• Green, M. C. ., Brock, T., & Kaufman, G. F. (2004). Understanding media enjoyment: The role of transportation into narrative worlds. Communication Theory, 14, 311–327.
• Green, M. C., & Brock, T. C. (2000). The role of transportation in the persuasiveness of public narratives. Journal of Personality and Social Psychology, 79(5), 701–721.
• Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York: Gıilford Press.
• Hayes, A. F. (2018). Partial, conditional, and moderated mediation: Quantification, inference, and interpretation. Communication Monographs, 85(1), 4–40. https://doi.org/10.1080/03637751.2017.1352100
• Hayes, A. F., Montoya, A. K., & Rockwood, N. J. (2017). The analysis of mechanisms and their contingencies: PROCESS versus structural equation modeling. Australasian Marketing Journal, 25(1), 76–81. https://doi.org/10.1016/j.ausmj.2017.02.001
• Hellier, P. K., Geursen, G. M., Rodney, A. C., & John, A. R. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11), 1762–1800. https://doi.org/10.1016/j.chb.2012.12.007
• Hovland, C. I., Janis, L. I., & Kelley, H. H. (1953). Communication and persuasion. New Haven, CI: Yale University Press.
• Johnson, D. R. (2012). Transportation into a story increases empathy, prosocial behavior, and perceptual bias toward fearful expressions. Personality and Individual Differences, 52(2), 150–155.
• Kapitan, S., & Silvera, D. H. (2016). From digital media influencers to celebrity endorsers : attributions drive endorser effectiveness. Marketing Letters, 27(3), 553–567.
• Kelman, H. C. (1961). Processes of opinion change. Public Opinion Quarterly, 25(1), 57–78.
• Kim, E., Ratneshwar, S., & Thorson, E. (2017). Why narrative ads work: An integrated process explanation. Journal of Advertising, 46(2), 283–296.
• Kim, H. S., & Damhorst, M. L. (1999). Environmental attitude and commitment in relation to ad message credibility. Journal of Fashion Marketing and Management, 3(1), 18–30.
• Kirtiloǧlu, T., & Yavuz, Ü. S. (2006). An assessment of oral self-care in the student population of a Turkish university. Public Health, 120(10), 953–957. https://doi.org/10.1016/j.puhe.2006.05.006
• Klages, U., Bruckner, A., & Zentner, A. (2004). Dental aesthetics, self-awareness, and oral health-related quality of life in young adults. European Journal of Orthodontics, 26(5), 507–514. https://doi.org/10.1093/ejo/26.5.507
• Lafferty, B. A., & Goldsmith, R. E. (1999). Corporate credibility’s role in consumers’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the Ad. Journal of Business Research, 44(2), 109–116. https://doi.org/10.1016/S0148-2963(98)00002-2
• Lafferty, B. A., Goldsmith, R. E., & Flynn, L. R. (2005). Are innovators influenced by endorser expertise in an advertisement when evaluating a high technology product? Journal of Marketing Theory and Practice, 13(3), 32–48. https://doi.org/10.1080/10696679.2005.11658548
• Lafferty, B. A., Goldsmith, R. E., & Newell, S. J. (2002). The dual credibility model: The influence of corporate and endorser credibility on attitudes and purchase intentions. Journal of Marketing Theory and Practice, 10(3), 1–11. https://doi.org/10.1080/10696679.2002.11501916
• Lin, C. H., & Chen, M. Y. (2015). “Being” hooked by a brand story: A view of regulatory focus. European Journal of Marketing, 49(5–6), 692–712. https://doi.org/10.1108/EJM-07-2013-0381
• MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48–65.
• Maddux, J. E., & Rogers, R. W. (1980). Effects of source expertness, physical attractiveness, and supporting arguments on persuasion: A case of brains over beauty. Journal of Personality and Social Psychology, 39(2), 235.
• Matsui, D., Cho, M., & Rieder, M. J. (1998). Physicians’ attire as perceived by young children and their parents: The myth of the white coat syndrome. Pediatric Emergency Care. https://doi.org/10.1097/00006565-199806000-00006
• Meyer, M. (2009). Retorik. (İ. Yerguz, Ed.). Ankara: Dost Kitabevi Yayınları.
• Mulken, M. Van, & Hornikx, J. (2011). The influence of scientese on ad credibility and ad liking. A cross-cultural investigation of ads for beauty products. Information Design Journal, 19(2), 92–102.
• Padgett, D. and D. A., & Allen, D. (1997). Communicating experiences: A narrative approach to creating service brand image. Journal of Advertising, 4(26), 49–62. https://doi.org/10.1080/00913367.1997.10673535
• Phillips, B. J., & McQuarrie, E. F. (2010). Narrative and persuasion in fashion advertising. Journal of Consumer Research, 37(3), 368–392.
• Purkey, K. (2003). Standards for physicians’ expert endorsements in advertisements are the current standards adequate to protectconsumers. Journal of Legal Medicine, 24(3), 379–394. https://doi.org/10.1080/713832192
• Sutherland, J. C. (1982). The effect of humor on advertising credibility and recall. Florida.
• Taylor, S. E., & Schneider, S. K. (1989). Coping and the simulation of events. Social Cognition, 7(2), 174–194.
• Varenne, B., Petersen, P. E., & Ouattara, S. (2006). Oral health behaviour of children and adults in urban and rural areas of Burkina Faso, Africa. International Dental Journal, 56(2), 61–70. https://doi.org/10.1111/j.1875-595X.2006.tb00075.x
• Wang, A. (2005). The effects of expert and consumer endorsements on audience response. Journal of Advertising Research, 45(4), 402–412. https://doi.org/10.1017/S0021849905050452
• Wang, J., & Calder, B. J. (2006). Media transportation and advertising. Journal of Consumer Research, 33(2), 151–162.
• Yoo, C., & MacInnis, D. (2005). The brand attitude formation process of emotional and informational ads. Journal of Business Research, 58(10), 1397–1406.
• Zhao, X., Lynch, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197–206. https://doi.org/10.1086/651257